About the Research.

In this paper, we used a range of different methods to quantify the economic and social potential of AI for Thailand:

  • We created a new set of economic models, exploring the potential of AI for labour productivity and business efficiency across the economy.
  • We ran new representative polling of 1,135 online adults in Thailand. Fieldwork for this study took place between 13th March – 27th March 2025. Results quoted here are weighted by age group, gender, region, and education level to nationally representative proportions. While we undertook our best efforts to make the sample as representative as possible with extensive attention checks and neutral question design, all polling is subject to the potential for response bias and our sample does not include non-online adults.

You can access our detailed methodology here.

You can access the appendix of additional datapoints not included in this report here.

This report has been prepared by Public First for Google. All information in this report is derived or estimated by Public First analysis using both non-Google proprietary and publicly available information. Google has not supplied any additional data, nor does it endorse any estimates made in the report. Where information has been obtained from third-party sources and proprietary research, this is clearly referenced in the endnotes.
With the exception of desktop researched claims which have been footnoted, all claims in the report have been derived based on Public First modelling or polling. All estimates given here are Public First’s best estimate at the time of publication. All calculations were done in USD, and have been converted to THB based on average exchange rates in the last year.

This report has been prepared solely for information purposes over a limited period of time to provide a perspective on the market. It is not intended for investment purposes. Projected market and financial information, analyses, and conclusions contained in this report should not be construed as definitive forecasts or guarantees of future performance or results.
Google, Public First and their respective affiliates, or any other third party involved make no representation or warranty, either express or implied, as to the accuracy or completeness of the information in the report and shall not be liable for any loss arising from the use of this report.
Public First is a global strategic consultancy that works with organisations around the world to better understand public opinion, analyse economic trends and craft new policy proposals. For more information, please visit our website.

Endnotes.

  1. We think of AI skills in three buckets: advanced skills users are equivalent to professional IT developers, while basic skills refers to the ability to use a chatbot fluently at work, with intermediate skills in between these two
  2. Public cloud as a share of IT spending SEA 2021, Statista September 2024
  3. AI is a set of technologies that enable computers to perform a variety of advanced functions, including the ability to reason, learn, and act in such a way that would normally require human intelligence. This might include understanding and translating spoken and written language, analysing data, making recommendations and more
  5. Sensor Tower data on AI app usage by country and year
  6. IMD World Competitiveness Center, ‘Thailand – IMD World Competitiveness Ranking Entity Profile’, IMD, June, 2025
  7. Augmented occupations are those who are likely to see their productivity at work significantly boosted by AI, but unlikely to see an overall fall in labour demand. And displaced occupations are those where AI could take on a significant proportion of tasks, and some workers within them are likely to require support with career transition
  13. ibid
  14. ‘Thailand is facing a crisis of foundational skills’, Equitable Education Fund, March, 2024
  15. Mongkol Bangprapa, ‘TDRI wants govt to upskill workers’, Bangkok Post, March, 2025
  16. The International Labour Organisation holds that the “informal sector” is broadly characterised as consisting of units engaged in the production of goods or services with the primary objective of generating employment and incomes to the persons concerned. These units typically operate at a low level of organisation, with little or no division between labour and capital as factors of production and on a small scale. Labour relations – where they exist – are based mostly on casual employment, kinship or personal and social relations rather than contractual arrangements with formal guarantees
  17. ‘Thailand: informal employment rate 2024’, Statista, February, 2025
  18. ‘Fostering Foundational Skills in Thailand’, World Bank Group, Equitable Education Fund
  19. ‘Aging and the Labor Market in Thailand’, World Bank Group, June, 2021
  20. ‘Mind the Gap’, Public First, April, 2025
  21. ‘AI boosts healthcare access in Thailand’, Times Higher Education, November, 2024
  22. ‘Google and Perceptra partner for 1 million AI screenings for diabetic retinopathy in underserved communities’, Google Thailand Blog, February, 2025
  23. ‘Historic crypto heist highlights Thailand’s cybersecurity crisis’, The Nation, February, 2025
  24. Samaya Dharmaraj, ‘Thailand: Nationwide Collaboration to Drive “Cyber Security Year”’, OpenGov Asia, May, 2025
  25. ‘The Global AI Index’, 2024, Tortoise
  26. We think of AI skills in three buckets: advanced skills users are equivalent to professional IT developers, while basic skills refers to the ability to use a chatbot fluently at work, with intermediate skills in between these two
  27. ‘Large Language Models and Generative AI, Chapter 2: Future Trends’, UK Parliament, 2025